Krea
A visual language for furniture made for the way Indian homes actually live — sketched, layered and warm.
Krea makes furniture for the way Indian homes actually function — layered, warm, a little bit of everything at once. The positioning existed; the visual language didn't. The work built it within one constraint: the existing website stays.
The identity draws on old Hindi film posters, Warli art, bazaar signage and the pages of a working sketchbook — references chosen for the feeling of a home still being made, not the polish of a finished room.
Sketches as a system
Sketch-based illustration became a formal mode of the identity, used alongside photography wherever warmth and informality matter more than product precision. A sketch leaves room for the viewer to put themselves in the picture.
Photography that lives here
The photography direction rejects studio minimalism for domestic context — afternoon light, props that feel used, furniture in the middle of real life. The social identity extends the same logic to Instagram, designed as a system rather than a template.
Credits
- Client
- Krea
- Design & Art Direction
- Ashu Sharma
- Disciplines
- Visual Identity, Art Direction, Photography Direction, Social Identity
- Year
- 2024